Post by Ad Psychology

Droga5 put children's height charts on the streets of Sydney and Melbourne No house No wall No home Just a brick wall, a chalk line, and a name The campaign is called "No Place to Grow." It was made pro bono for Australian charity We Are Mobilise, timed to Youth Homelessness Matters Day Here's what makes it work: A height chart only means something because of what it represents It belongs inside a home A kitchen doorframe A hallway Somewhere a family tracks how a kid is growing up Putting it on a street wall doesn't just make a point It removes the thing the chart assumes you have The contrast does all the talking There's no copy heavy explanation No statistics in the headline No stock photo of a sad kid Just a familiar object, in the wrong place, doing exactly the right job Each chart was marked with the average height of Australian children aged four to twelve, with a QR code directing passersby to a donation page The creative concept originated with Ninon Peres and Geoffrey Poulain at Droga5 London, and was brought to life across offices in Australia, London, Dublin, and New York And here's the stat that earns the campaign its weight: Of the 28,948 children currently without a stable home in Australia, only a small proportion are sleeping rough The rest are hidden, living in cars, tents, or couch surfing That's the actual brief hiding inside this campaign The issue is invisible So the creative had to make it visible Height charts are things you only make when you're staying somewhere long enough to watch a child grow That's the whole idea --- 👋 P.S. Follow Ad Psychology for more winning ads (And the psychology of why they work) Part of Marketing Psychology Media